The company has also rolled out a print and outdoor campaign, all conceptualised and executed by BBH IndiaETBrandEquity | Updated: October 08, 2016, 16:34 IST

A still from the ad.

Uber has been speeding its way up through the personal transportation industry in India since 2013 steadily establishing itself as one of the top gunners in the e-hail race. As part of its latest brand campaign, 'Move Forward', Uber has recently rolled out a new print and outdoor campaign. It has also three more digital-films which are all conceptialized and executed by BBH India. The new campaign has been designed to capture the many ways in which Uber's technology has been empowering people in everyday situations.

Turning the advertorial focus on Uber's commuters, the three promotional films trace the varied real-life instances of people, all hailing from different walks of life and different regions of India, but moving in the same direction- forward.

One of the films follows the story of an old couple using the application to pre-book a taxi so that they can personally bring in their grandchild's birthday at the stroke of midnight. The narrative highlights a sense of independence and freedom of mobility that older people are often denied.

In another one their promotional films, 'The Newly Weds' a freshly married pair realise that their only fan has broken down in the midst of an intense heat wave. As a solution, they book an Uber and subsequently enjoy some alone-time in the comfort of an air conditioned vehicle.The advertisement subtly highlights the value proposition of Uber as a premium brand offering their services at affordable pricing.

The final ad-film depicts a light-hearted story of an overbearing mother, scouting prospective grooms for her daughter whist they commute in an Uber Pool vehicle.

This is advertisement also an interesting take on the several online dating apps like Tinder that have mushroomed over the past decade. Is Uber also eyeing the matchmaking market using Uber Pool as a tool?

The new promotional material primarily reflects how Uber is giving riders the freedom of mobility through an accessible, affordable and reliable option and providing driver-partners an opportunity to progress and only time will tell whether these advertisements strike a chord with its targeted audience.